If Brand Doesn’t Matter, Where are you going to get your coffee this morning? Starbuck or Dunkin Donuts.
The other day I was checking out my face book and found this from one of my friends,”
Let the Competition hire and bonus more top management; pay for Big Ads BUILDING their own Brand. Our agents like their passive profit share Mailbox money delivered to their personal accounts monthly to spend as they wish. We Open our Books and share our profits.”
Because my company is the one they referred to as” pay for Big Ads Building their own Brand”, it got me really
thinking. Does this make sense? We have one company that invests little to 0 dollars in media marketing, and the company I work for spends the most of any company in media marketing. The above statement almost made me want to believe that Brand recognitions doesn’t matter. So my Question to the author of the above statement is, “Where are you going to get your coffee today, Starbucks or Dunkin Donuts?
In my industry (real estate) 40% of the buying population will be made up by first time home buyers. The majority of these buyers are the Gen Y or Millennials. What I know about them is they own an Ipad, Ipod, Iphone, they eat at Applebees, and TGIF, they shop at New York and company, American Eagle, Holister, and the get their coffee from Starbucks or Dunkin Donuts.
If we have the largest population, making up 40% of our buying power, how is it that Brand Doesn’t Matter? Is it possible that it is a statement made up by a company not willing to invest in its Brand?
Pam Crawford, ABR,e-PRO®,CRS,CDPE,LMC
Owner, REALTOR®, Managing Partner, MBA, BSBA
RE/MAX Professional Associates
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